Hey , During my learning process to understand Social Tools. i prepared this slides to review data analytics / Insights Skiils on Social. Tool name : Fanpagekarma.com , which gives a free trail to analyse Social - Facebook, Twitter, Youtube, Linkedin,Instagram, Google +. I took a random thought to review Nestle KitKat Vs Cadbury Facebook page performance / Trend in Australia

1. Facebook Page Insights & Analytics
Brand - Nestle KitKat Australia FBPage

2. Topic Intent :
Scope :
- Understand Australia Online and Facebook User Base / Demographics
- Measure Facebook page success or engagement rate
- Review performance of Nestle Australia – Kit Kat Facebook Page for past 1 year : Jan’14 – Feb 20th 2015
- Compare the performance with Competitor - Cadbury Dairy Milk Australia Facebook page
- Reviewing Key Metrics around – Segmentation, Targeting, Content
Objective of session:
- Compare Kitkat Face Book Page with Cadbury Dairy Milk Facebook Page
- Summarize Findings and provide recommendation
- Review the success and failures
- Understand the learnings & Next Steps to improve Brand “ KitKat” in digital platforms
Expected outcome:
- Provides a quick snapshot of activities on FB page for both pages
- Understand what worked and what didn’t work
- Visually review the good and bad Vs Competitor
- What best can be done based after comparing with one key competitor

3. Data Sources:
Fanpage Karma is an online tool for social media analytics and monitoring. It helps social media
managers and agencies to engage fans better and reach a growing community in the social networks.
Fanpage Karma provides free valuable insights on posting strategies and performance of social media
profiles like Facebook, Twitter or YouTube.
Syndicate Data:
Spitfire - Australia Demographic on online Users and Facebook Users
- Australia Digital Trend and Competitor Comparison Benchmark
Manual Data Preparation :
• Segmentation : Reviewing the post headings for 128 post to allocate it to correct
Topic’s and Customer Intent
Period Analyzed : Jan 2014 to Feb 2015

4. Australian Online
• The average Australian spends a
whopping 4 hours and 30 minutes on
the internet each day!
• 69% of the population own a smart
phone and 47% of homes have a
tablet.
• 90% use it to search for information
and 78% use it for product
• 38% of Australian households have
four or more internet enabled
Devices information
• Australia’s online advertising spend
increased 19.3% and outgrew traditional
media channels in 2013
Source: Spitfire, Period : Feb 2014
• 9 million of them log in everyday to
update their status, check what friends are
doing and to engage with brands
• FMCG Tops the Facebook Users @
11, 685, 344 Million
• Nearly every Australian on Facebook
‘likes’ and ‘follows’ an FMCG brand!
• Facebook remains the most dominant
platform for social media overall. But
usage amongst the young population is
decreasing.
• Active use of Facebook is decreasing ,
with people liking and commenting
less. Facebook users are becoming
passive but facebook captured 54% of
Social Media population in Australia.

5. Let’s Review Nestle KitKat FB Page Performance Trends
The analytical approach to measure performance is reviewing trends over a period across metrics and Competitors

6. 579,389 93,299 16% 1.8%
Avg Fans Fan Growth Fan Growth
%
Engagement
Rate
Feb’2015
381,359 139,832 43% 1.1%
• Nestle : Huge growth in reach and
Fan base but the engagement is low
– Need a Solid Plan on content and
schedule .
• Let’s do a quick comparison on
Tactics with Top Competitor /
Winner
FB Page Performance – Kitkat Vs Dairy Milk Trend / FY15
Next Steps based on Trend

8. Comparison - Facebook Page Results ( All period )
Page Interactions started from August 2010 Page Interactions started from December 2010
Key Takeaways :
- DairyMilk FB Page is more active on Posts but on flip side, Service Level is Low ( Reply to Queries )
- Kitkat FB page has lesser posts but a good service level aligned to our goal on Listening & Engage , which should increase the interactions in Long Run.
Source: Facebook Karma
Period : Jan ‘14 to Feb ‘15

9. Deeper
Understanding for
Customers
Content is the Key
for success – Know
your customer
Engagement :
Timely & Correct
Information
Measure , Monitor
and Test outcomes
& actions
How Can we do Better ?
• Review
Demographics
• Understand the
population you are
targeting on
Campaigns
• Better segmentations
results for ROI
• Review the contents
and Key words
• Understand if we
have posted content
for all our audiences
• Are we using the
right channels aligned
to competitor
• Review how different
post perform over
time
• Optimal time to
engage to get
response
• Look at Competitor
strategy on frequency
• Measure and correlate
increase in traffic
with overall Sales
• Set a Goal and make
sure to monitor the
achievement
• Traffic to Facebook
Vs Traffic to Website

10. - Segment / Categorize your customer ( Slide 11 )
1) Understand your user base and the Fan share % you enjoy in the market compared to competitor
2) Review users demographical for deeper insights on targeting.
3) Device a content plan for Gender , Interest & Age
- Measure your Amplified & Applause Metrics Mix & Influence ( Slide 12 )
1) We need to really understand the Post in FB page in past and categorize them under Topics and Value for Customer
2) Measure your Average Likes / Shares / Comment by Post
3) Summarize Learning on Contents / Topic’s from looking at 3 dimensional charts on cross influence & velocity.
- Review your past calendar and alignment to key events / Holidays ( Slide 13 )
1) Draw a chart reviewing all campaigns & engagements across period Vs Competitor
2) Did we forget to engage when the customer had time , Did we Post before a holiday
3) Summarize Learning on Contents / Topic’s
- Review your communication Tools / Channels and Impact ( Slide 14 )
1) Compare yourself with competitors strategy on Contents – Pictures , Videos, Links, Quiz.
2) Number of Campaigns , Number of Post Vs Competitor
3) Take the findings along for planning your current year – Always monitor competitor
- Review your max impact period – When to Post for better amplification ( Slide 15 )
1) We should do this by Content , here we have only pictures so am taking a general approach on the analysis
- Key words plays a major role in reach and applause ( Slide 16 )
1) Key Words are different for brand but let’s review the common words like Chocolate , Foods
Analysis Snapshot – What to Analyze

11. Australia Fan Share % and Identify your fan location / Details
Kitkat FB
Fan,
297,421,
25%
902,579,
75%
KITKAT FACE BOOK FAN
SHARE %
Dairy
Milk FB
Fan,
617,904,
51%
582,096,
49%
KITKAT FACE BOOK FAN
SHARE %
67% 33
%
75%
25%
98.2% fans interact only Once with
this Page and 1.8 2 times
98% fans interact only Once with
this Page and rest 3 % interact 3x
times
Brand
Awareness
in FB

12. Insights on Post Topics/ Intent : ( Jan’14 – Feb’15)
Manually tagged 128 post to identify the relevancy to ensure we address the issue of Targeting.
Key Learnings :
• We are doing a wonderful job in engaging Fans on Topics like food
idea and getting a higher share of responses from Female Fans
• Overall we are doing very poor in engaging Fans in Family and Sports
though we receive maximum number of likes in Family
• On the Content launched, we were able to engage the fans up to 59%.
Out of which there are more interactions on Fun Post followed by
Questioning
• Higher % of Emotional tags received in Family post which is as
expected. But overall Fan response for Emotional is only 8%
• Similarly, Holiday/Wishes content received only 8% response from
fans out of which Fan community leads the response numbers
• On Facebook, people are more interactive on Fun Posts, followed by
Food Ideas
• The page has good share of 33% male Fans, Sports Topic should be
really touched upon with Australian Open, World Cup Cricket &
Rugby.
Misc
0
50
100
150
200
250
0 100 200 300 400
AvailableLikes
Average Comments
Food , Posts - 21
Products , Posts - 10
Fun , Posts - 42
Family , Posts - 9
Questions? , Posts - 20
Community , Posts - 23
AverageShared
0
20
40
60
80
100
120
140
0 50 100 150
AvailableShared
Average Comments
Emotional , Posts - 10
Interactive , Posst - 76
Information, Posts - 28
Quiz , Posts - 4
Wishes , Posts - 10
Campaigns Launched with Theme’s Best Topic Vs engagements
Topic's FoodIdeas FunPost Product FanCommunity Misc Question Family Sport Total MixbyValueforFan%
Value forFan
Information 4 2 5 12 1 3 1 - 27 21%
Interactive 17 33 5 3 - 14 2 2 76 59%
Emotional - 3 - 1 - - 6 - 10 8%
Quiz - 1 - 2 - 1 - - 4 3%
Holiday/Wishes - 3 - 5 - 2 - - 10 8%
Misc - - - - - - - - 1 1%
Total 21 42 10 23 1 20 9 2 128
MixbyTopic- % 16% 33% 8% 18% 1% 16% 7% 2%
Key Insights :
• Food Ideas post was maximum liked and shared with
some good interactions
• Most important Topics which the fan really look
forward to in FB Page is products, New Products and
updates. We see maximum likes , comments
• Family post plays a good role with some good likes
but the most receives minimum comment or doesn't
get shared. Emotional Connect –high Avg likes
• Fun post are the most engaging and interactive post
in the page with good amount of likes and gets
shared. We should include more .
• Open Questions are not very much engaging so but
we need to look at the content since the likes are low
with limited comments or shared.
Value for Fan Vs engagements
Key Insights :
• Interactive Post are the most welcomed under
topics like Food, Questions, Fun Post but we
should also focus build interactive content on
Sports and Festive Topics
• Emotional Post plays a role in getting more
reach with maximum likes and comments
creating more brand awareness.
• Information is the most important for Fans so
we should do more product related post like
competitors to get them a feel as special feel to
know it first
• Wishes and Festive needs focus we are not
engaging enough on holidays.
• On Quiz, we can do better with Interactive
Apps and Games.
Value Name ,Number of PostTopic Name ,Number of Post

13. Jan’14 Feb’14 Mar’14 Apr’14 May’14 Jun’14 Jul’14 Aug’14 Sep’14 Oct’14 Nov’14 Dec’14 Jan’14 Feb’14
T
o
t
a
l
P
o
s
t
Australia
Day
Good Friday,
Easter,Anzac Day Chritsmas New Year
Holiday
Activity
-Aus Open Tennis
- Asia Cup Soccer
- Formula One
- Women Cricket WC Oceania HandballField Hockey
Posts from Jan ‘14 To Feb 15 – CadburyDairyMilk Vs Kit Kat FB Page
Holidays and Key Sports Events
Key Points :
• Interactions looks lower compared to
Cadbury during Key Months
- Interactions was very much aligned to
Cadbury till Jul’14
- September till November’14 very less
interactions or post seen as per data.
- Overall Engagement looks lower for
past 6 months compared to Cadbury.
What we can Do:
- We need to finalize a calendar with
other key dates, Events & celebrations.
- One master calendar for Events in FB
and the strategic content plan.
- A game aligned with the sports event
we are targeting, will add a twist. We
should engage the fans with activities

14. Cadbury Vs Kitkat Page Contents : Jan 14 – Feb14
1. We really need to compare individual Campaigns to
differentiate post by Fan Vs Post by Kitkat engagements to
understand the reason behind the low engagement.
2. Cadbury is very active in FB comparatively, with huge
fan base. So traffic on posts to be increased.
Kitkat Page Contents : Jan 14 – Feb14
1.The last Video posted in Kitkat FB Page was in June 2014
so the engagement methods are stale. We need to plan a Mix
of activities /Content / Channels.
2. One offer posting was done in November, which shows
some good reaction so need more campaigns with promotions.
Cadbury Contents : Jan 14 – Feb14
1. Cadbury : post per fan and interactions are high since
the team keeps engaging Fans with alternate contents
like Video and Pictures
2. No offers or promotions seen in Cadbury page after
Jan 2014
Content Type Used and Interaction Level :

15. Total Posts Avg. Reactions Best Day to Post
Monday 33 2088.3 26%
Tuesday 23 1305.2 18%
Wednesday 18 1608.6 14%
Thursday 30 1722.2 23%
Friday 14 643.1 11%
Saturday 3 255.3 2%
Sunday 7 1438.3 5%
Total Posts Avg. Reactions Best Day To Post
Monday 49 3512.2 17%
Tuesday 37 1090.4 13%
Wednesday 42 1567.4 15%
Thursday 47 2257.1 16%
Friday 39 1992.6 14%
Saturday 36 1479 13%
Sunday 38 2551.4 13%
Best Day in a Week to Engage your Fans or Launch a Campaign
Key Insights :
1. Monday Morning and Thursday’s are the best day to launch a
campaign for maximum attention
2. Promotions should be launched on Thursday morning and
Sunday’s for maximum interaction
3. Kitkat looks aligned but the number of interactions need to be
increased.
4. Cadbury launches all Video Campaigns and Questions on
Thursday

16. Top Key Words used in your Campaigns
Dairymilk
+
KitKat

17. Best Engagement Methods Used by Competitors
“Co – Branded Campaigns
with other key brands where
Fans are highly engaged”
- Cadbury initiated such
programs to enable customers
by posting the same campaign
in Cadbury page like Snacks
with Movie Tickets
Providing Promotions or offers
to Influencers or dedicated /
Active fans in FB Page
- Co-Owning campaigns with
your Fan Ambassador

18. • 43 % increase in Fan Base
compared to Competitor
• Very strong brand presence online
with optional engagements
• Amazing Service Levels with
replies for all major comments
• Sentimental analysis will be a
Good value add to understand
CRM
• We have lesser engagement
compared to competitors
• Number of campaigns are
lesser compared to Competitors
• Mix on Contents and
Engagements are not dynamic
• More Analytics around digital
will help re-position
• We have unique Fan base who are
very much brand loyals but Cadbury
also got some people who like
Nestle
• We can re-strategies on content
quickly to increase engagements
since we had a quiet period from
Sep 14
Address hot Topic’s :
• What is Halal Standards on Food to
bring some positive comments or
utilise FB features to hide it directly
• Product Availability is a big question
so we used start communition once
we have a new retailer or partner.
• Plan a long term strategy on contents
SWOT Analysis

19. Thank You